Google Chrome will block extremely disruptive ads starting today

The new ad blocking feature will identify sites with disruptive ads, and punish only those with enough complaints.

Google wants to keep your web experience smooth and less distracting. To ensure you enjoy surfing content through Google Chrome, the company has announced that starting today, the browser will stop showing all ads on sites which repeatedly display disruptive ads after they have been flagged by users.

In the official blog, Google Chrome Vice President, Rahul Roy-Chowdhury explains that in order to identify and block disruptive ads, the browser will rely on an industry group Coalition for Better Ads, which is dedicated to improving the ad experience on the web.

Interestingly, the latest move to curb all ads, which are disruptive will also impact websites that contain Google ads. To this, Chowdhury assures that user experience on the web is high-priority for the company than the money these ads may generate even for Google.

It is to note that by triggering the Chrome ad blocker, Google is not against advertisers. The idea is to focus and filter out only those ads which deliver a disruptive ad experience. In the detailed Chromium blog, Google explains how the ad filtering works.

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As part of the process, Chrome will remove ads from those sites that do not follow the Better Ads Standard. Upon identification, Google will be categorizing the websites with the status of Passing, Warning, or Failing. Site owners can see the status of their websites through Ad Experience Report API.

Those ads which repeatedly show up on the website and fail to comply with the standards, will be blocked by Chrome based on the number of complaints against it. As ZDNet explains, Chrome will remove all ads from sites that have a ‘failing’ status in the Ad Experience Report for more than 30 days as of February 15.

Chrome will send email to the site owners about their status. If they want, the owners can request for a maximum of two reviews after which, if the status remaining failing, then the owners will not be able to request a third review.